Al Jumaah, CEO of On Call Limousines believes that luxury does not always have to come at high price.
What is “luxury” to you? How do you define it in your sector of business?

In my opinion, luxury is a state of elegance and great comfort, and the exceptional experience you get from a service. Therefore, something that exceeds your expectations. This belief is continuously exercised in my business and amongst my employees.

Is it challenging for you to compete with the companies of your own country?

At the beginning it was challenging to compete with well-established companies. However, this challenge has pushed us to exceed what they have to offer. In order to do this, we have established work with several 5-star hotels, as well as joining Les Clefs d’Or, and now being one of their main sponsors in the UAE.

What are the 5 pillars does the luxury brand like yours build its policy on?

Customer satisfaction and safety
Employee motivation and satisfaction in providing quality services
Insuring the standard of our services are high and continuously improving
Providing high brands of cars
Recruiting highly qualified and experienced chauffeurs.

Lately the phrase “affordable luxury” is widely used, do you think that it is appropriate for your business industry?

Our company’s aim is to provide a luxury experience in an affordable way. I believe affordable luxury in Dubai is appropriate for my company, because of the high number of competitors in the industry. We at On Call Limousines hold the view that luxury does not have to come at high price. Our services are reasonably priced without detriment to luxury.

Tell us 3 reasons why you decided to work in the sphere of luxury?

Luxury shapes experiences and memories
It is the fastest growing industry in the 21st century
Luxury and hospitality has always been an interest and passion of mine.

Where does your inspiration come from?

There has been a lot of emphasis on luxury in Dubai, which has influenced me to contribute to the hospitality sector. As well as working in a family business, that has been looking for expansion into luxury services.

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